Diversity Speaks, We Translate.
This campaign was all about showing diversity through languages. There are thousands of languages out there, and even though the way people speak is not the only thing that makes up a culture, it is a very important part of it. A first language represents comfort and confidence in how you express yourself, and is also a connection with your roots.
Google Translate currently has over 100 languages available for translation and its a tool that has helped many people to communicate with others. Our group wanted to use what the platform represents and tie it with diversity. This specific campaign is copywriting-driven, but we created ads, a “Did you know" execution that shares facts from different cultures, an interactive billboard, and a video. You can find all these assets below.
By using Google Translate tools as the main focus of the campaign, we highlighted how foreign people can take advantage of the mobile app features to feel more comfortable and not be as self-conscious. This was a project that hit close to home for our group, because we all came to the United States from different parts of the world to get our degrees, and have been through a lot of situations with language barriers and cultural shocks.
Copywriting: Vivian Li
Project Manager: Shantanu Kulkarni
Art Director: Andrea Lee
Interactive design
This idea is inspired on the game of Chinese Whispers (also known as Telephone and Russian Scandal), in which one person starts a story with a couple of phrases and allows someone else to continue it, and so on.
The point of this design is to have it shown in a giant screen (like on the mockup above) in big cities like New York, where thousands of people can see it and participate. People can scan the code and submit a continuation to the story in their language of choice. Some of these submissions will appear on the screen later, and will be translated to English as they show on the phone screen.
Video Advertisement
As a part of the deliverables, we created an animated video to share the emotion of using Google Translate and not having to worry about struggling with translating things on your own.